When it comes to the podcast advertising industry, it can feel like there's so much to learn and that the information available is scattered across the web. It's hard enough to craft a marketing strategy, so we're making it a tad easier for you. Below is a list of resources that potential sponsors should find helpful as a first step into podcast advertising.
Backyard Media Resources - The Fundamentals
Backyard Media Resources - Listenership, Brand Impact and ROI
Backyard Media Resources - Industry Trends and Developments
What Apple's New Podcast Analytics Tool Tells Us (Apple Analytics Part 1)
Podcasters Have Had Apple's New Podcast Analytics for Two Months Now. What Have They Learned? (Apple Analytics Part 2)
Podcast Industry Research
The Infinite Dial 2018 (Edison Research) - Edison Research's full digital media survey, including sources such as internet radio and streaming TV. (See Backyard Media's analysis of this research here)
The Podcast Consumer 2018 (Edison Research) - The industry standard for understanding podcast audience demographics and habits. An extended portion of the Infinite Dial 2018 survey. (See Backyard Media's analysis of this research here)
The Podcast Consumer 2017 (Edison Research, Spring 2017)
IAB Podcast Advertising Revenue Study (June 2017) (IAB/PwC) - Research of industry-wide podcast advertising revenue, including forecasts for 2017, as well as an analysis of podcast advertising trends. (See Backyard Media's analysis of this research here)
Report on Public Media's Most Engaged Listeners (November 2017) (Edison Research/Knight Foundation) - Executive summary of a survey of the listening habits of 28,000 public media listeners. (See Backyard Media's analysis of this research here)
Podcast Brand Lift Study (2016) (Edison Research/PodcastOne) - A summary of three studies done to measure how podcast ads positively impact likelihood to purchase, brand awareness, and brand recall. (See Backyard Media's analysis of this research here)
Podcast Industry News
Nieman Lab - A news outlet focused on 21st century journalism, by Harvard University's Nieman Foundation.
IAB's PodcastUpfront - An annual one-day event for podcast advertisers and media buyers, with presentations and panels about developments in podcast advertising.
"The Newsonomics of Podcasting" by Ken Doctor (September 2016) (Nieman Lab) - A five-part series on the growth and change happening in the podcast industry.
Current.org - A nonprofit news service covering public media, from the American University School of Communication.